Sari Aalto-Setälä has been appointed as the new Executive Director of Music Finland. A creative industries professional with extensive experience in senior leadership roles, Aalto-Setälä joins Music Finland from Gramex, where she has served as director of public affairs and communications.

Aalto-Setälä will assume her role as CEO of Music Finland on 1 March 2026.

“Right now, at this moment in time, when growth and belief in the future are needed in society, the opportunity of Finnish music is right there. Nordic values, excellence in content, and a passion for growth – that’s all it takes. In the future, music can become an even bigger success story for us. Of course, this requires creators, companies, collaboration, and investment. I’m stepping into this role with great enthusiasm and humility,” says Sari Aalto-Setälä.

Aalto-Setälä has more than 25 years of experience in a wide range of leadership positions. Her career includes roles as CEO and partner at a communications agency, as well as work as a start-up entrepreneur. She has served as an advisor in the creative industries since the 2010s and has been involved in building initiatives such as the early stages of Finland’s audiovisual production incentive and the Finland 100 centenary programme. She has worked at Gramex since 2022. Aalto-Setälä holds a Master’s degree in Social Sciences.

The Board of Music Finland welcomes the new CEO with enthusiasm:

“It is a pleasure to welcome Sari to lead Music Finland. The Music Finland team consists of professionals in music export, and Sari brings valuable additional expertise through her diverse background, including advocacy, communications, and marketing. The music industry is also very familiar to her through her current role,” says Anu Nissinen, Chair of the Board of Music Finland.

Music Finland is a music export organisation representing the entire Finnish music sector and working to support the international growth and success of Finnish music. Over its 13-year history, the value of Finnish music exports has nearly tripled, the field has become more professionalised, and numerous new success stories have emerged.